Comparison of Reputation Quotient (RQ) and RepTrak method in measuring corporate reputation perception among internal stakeholders: The case of ZBEU Faculty of Dentistry

Corporate reputation is an important concept that determines how an organization is perceived by both internal and external stakeholders. Academicians particularly emphasize that corporate reputation should adapt to real performance and social trends. While concepts such as corporate identity, image and character increase the complexity of reputation, the reputation perceptions of internal stakeholders, namely employees and managers, have an impact on job performance and loyalty. There are various methods for measuring corporate reputation; these include the Reputation Quotient (RQ) and RepTrak models. The research universe of the study is academic staff working at the Faculty of Dentistry of Zonguldak Bülent Ecevit University and intern physician candidates who are internal stakeholders actively involved in patient examination services. Within the scope of the study, the survey technique was used as the data collection method; 126 research units were reached through this survey form consisting of a total of 44 questions. The survey form was designed to consist of two main sections. The first section included demographic questions consisting of the variables "Gender", "Seniority", "Age" and "Title". In the second part of the survey form, 40 questions related to RepTrak and RQ scales, which are prominent in the corporate reputation literature, were translated into Turkish and used. A pilot study of 25 units was conducted to test the surface validity of the data collection tool and especially the scale expressions; the data collection process was initiated after the feedback obtained showed that the surface validity was fully achieved. The results revealed that both models created similar perceptions in the sub-dimensions of "Product and Services," "Business Environment," and "Social Responsibility," but there were significant differences in the elements of "Emotional Appeal" and "Vision and Leadership." This study emphasizes that both models should be taken into consideration in the measurement of corporate reputation. Future studies can contribute to strategies for corporate reputation management by examining these models in more depth in different sectors.